The Effects of Religiosity on New Product Adoption

In: International Journal of Research in Business and Social Science: IJRBS, Band 2, Heft 2, S. 28-37

Abstract

This study is elected to explore the connection between religiosity and new product adoption amongst Pakistani consumers. This paper sheds some light on measured effects of religiosity and the perceived ideologies of Pakistani's about proffered pharmaceutical products in the country. Total 500 respondents were involved in the study from (fourth largest city) Faisalabad through judgmental sampling to envisage the adoption pattern of Pakistani Muslim consumers. Here religiosity is taken as an independent variable and was analyzed in five dimensions: sacramental, rational, ideological, consequential, and Practical. Moreover new product development is signified as a dependent variable.Islamic tenets influence the adoption of new pharmaceutical products among Pakistani consumers as their attitude persuades adoption patterns that rely on religiosity. All possible substitutes within different dimensions were assessed to find out the most appropriate combination of dimensions which provided the output. Religion is an element of culture that permeates every aspect of a society and saturates the life of individuals whether one is a believer or a non-believer and cultural dimensions are very vibrant in a society, as religious doctrines shape a secure and stagnant pillar in the society. This paper will assist to highlight its significance and implications in product development related decisions of pharmaceutical industry with reference to the use (prescription/recommendation) of pharmaceutical products by Muslim patients (doctors).